With 12 hours to go until Apple rolls out new iPads, Microsoft decides to infuse some cool into the Surface 2 debut with a nationwide midnight launch event. October 21, 2013 10:44 PM PDT The Microsoft Store in the Westfield Centre mall in San Francisco, Calif. holds a Surface 2 launch event on Oct. 21. (Credit: Nick Statt/CNET) Though Apple is sure to dominant the news cycle with the rollout of new iPads Tuesday, Microsoft didn't want the coinciding launch of its Surface 2 tablet to go uncelebrated. So it went ahead and decided to throw a simultaneous nationwide in-store launch event -- as is now the fashion with high profile hardware launches these days. For the company on the verge of a CEO changeover and maneuvering the aftermath of its $7.2 billion Nokia acquisition, the launch of the Surface marks a time when Microsoft is looking to stand steady on its feet and tout its strengths. It's also an opportunity to play up the cool factor it hopes its tablet line can embody and exemplify. Related stories: Yahoo sours on its search partnership with Microsoft The case for a Microsoft Surface-like keyboard for the iPad Petulant and passionate: New play imagines Bill Gates at 20 Here in the Microsoft Store's San Francisco location in the Westfield Center -- one of 10 locations holding Surface launch events tonight -- sounds of pulsing pop music and an exuberant staff were intent on creating a frenzied mood outside the neon-awash mall location. Fresh Surface 2's filled the tables and an entire wall of connected, colorful monitors played Microsoft ads on loop. Roughly 50 people had assembled by the time the Microsoft Store's doors opened at 10 p.m.. It was an admittedly small crowd -- when compared with the standard Apple devotion, albeit for the more-hyped iPhone launches -- though the line remained steady even as more and more attendees filed into the store. Surface 2 and Surface 2 Pro models are set to go on sale at midnight. Read: CNET's Microsoft Surface Pro 2 Review Read: CNET's Microsoft Surface 2 Review As for what types of Microsoft fans decided to come out for the event, it was a mixed bag. Multiple groups of attendees said they simply received invites from a friend who worked in the store, and had no intention of buying a Surface. "I don't really subscribe to the whole tablet thing," said Tim Wingerter, one of those waiting in line prior to the 10 p.m. opening. "But I think their problem is awareness, and I'm a huge advocate," he added. So Wingerter came out, despite also having no intention to pick up a Surface. As an avid Windows 8 fan -- who also happens to be a Google employee, he admitted with some reticence -- he felt like showing his colors was the best way to Scratching the Microsoft Surface Pro 2 (pictures) 1-2 of 12 Scroll Left Scroll Right To incentivize individuals, Microsoft hired Roger Craig, former 49ers football player from the 1980s, to do meet-and-greet's. It also held a competition in which users would play memory games at different Surface 2 stations for various prizes, as well as a chance to win a trip to a Pitbull concert in Florida. This story is developing. Check back for updates shortly.
With 12 hours to go until Apple rolls out new iPads, Microsoft decides to infuse some cool into the Surface 2 debut with a nationwide midnight launch event.
The Microsoft Store in the Westfield Centre mall in San Francisco, Calif. holds a Surface 2 launch event on Oct. 21.
(Credit: Nick Statt/CNET)
Though Apple is sure to dominant the news cycle with the rollout of new iPads Tuesday, Microsoft didn't want the coinciding launch of its Surface 2 tablet to go uncelebrated. So it went ahead and decided to throw a simultaneous nationwide in-store launch event -- as is now the fashion with high profile hardware launches these days.
For the company on the verge of a CEO changeover and maneuvering the aftermath of its $7.2 billion Nokia acquisition, the launch of the Surface marks a time when Microsoft is looking to stand steady on its feet and tout its strengths. It's also an opportunity to play up the cool factor it hopes its tablet line can embody and exemplify.
Related stories:
- Yahoo sours on its search partnership with Microsoft
- The case for a Microsoft Surface-like keyboard for the iPad
- Petulant and passionate: New play imagines Bill Gates at 20
Here in the Microsoft Store's San Francisco location in the Westfield Center -- one of 10 locations holding Surface launch events tonight -- sounds of pulsing pop music and an exuberant staff were intent on creating a frenzied mood outside the neon-awash mall location. Fresh Surface 2's filled the tables and an entire wall of connected, colorful monitors played Microsoft ads on loop.
Roughly 50 people had assembled by the time the Microsoft Store's doors opened at 10 p.m.. It was an admittedly small crowd -- when compared with the standard Apple devotion, albeit for the more-hyped iPhone launches -- though the line remained steady even as more and more attendees filed into the store. Surface 2 and Surface 2 Pro models are set to go on sale at midnight.
Read: CNET's Microsoft Surface Pro 2 Review
Read: CNET's Microsoft Surface 2 Review
As for what types of Microsoft fans decided to come out for the event, it was a mixed bag. Multiple groups of attendees said they simply received invites from a friend who worked in the store, and had no intention of buying a Surface.
"I don't really subscribe to the whole tablet thing," said Tim Wingerter, one of those waiting in line prior to the 10 p.m. opening. "But I think their problem is awareness, and I'm a huge advocate," he added. So Wingerter came out, despite also having no intention to pick up a Surface. As an avid Windows 8 fan -- who also happens to be a Google employee, he admitted with some reticence -- he felt like showing his colors was the best way to
To incentivize individuals, Microsoft hired Roger Craig, former 49ers football player from the 1980s, to do meet-and-greet's. It also held a competition in which users would play memory games at different Surface 2 stations for various prizes, as well as a chance to win a trip to a Pitbull concert in Florida.
This story is developing. Check back for updates shortly.
